Re-establishing an in-person event strategy is critical for marketers in 2022; learn how to do it safely with Salesforce Safety Cloud and Dreampass.
As we roll into 2022, a year that we hope to be defined by something other than the pandemic, marketers have started to look upon the future with optimism; optimism that soon we’ll be able to regularly connect in-person with our customers and community members... safely, of course.
Reignite campaigns with the power of in-person connection
We want to get back to in-person not only because we crave connection, but marketers have also experienced the effects of virtual disengagement. For some recent digital events, we’ve seen registration and attendance rates drop below pre-pandemic levels to approximately 40% attendance of registered participants (for free virtual events).
“We’ve seen registration and attendance rates drop below pre-pandemic levels to approximately 40%”
The digital format has also not been as effective in strengthening relationships and building trust. Whether it’s a nonprofit organization hosting their annual fundraising gala, a college running campus life events, or a high tech company with their annual customer conference, the goal is always to further the relationship by building trust.
While marketers likely have their digital strategy down, re-establishing an in-person events plan should be a top priority for 2022. Here are our top five considerations for building an effective (and customer-centric) in-person events strategy as well as the technology that will help you get there.
STRATEGY: Top five considerations for re-establishing your in-person event strategy
As we continue to manage life in a pandemic, it’s crucial to lead with empathy when planning your in-person event. Every person’s situation is complex and unique, and they will have varying degrees of comfort. Creating a baseline level of safety has never been more important in building the foundation of trust. Take the guessing game out of the equation so your attendees can focus on each other and the overall event experience.
- Safety is the #1 priority. Be well versed in your local, state, and federal legislation and COVID guidelines to inform everything from health and safety solutions, like Safety Cloud, to security, venue, staffing, and logistics. You’ll need to budget for risk mitigation protocols; this is not the time to cut corners to save on cost. Lean on the experts, and err on the side of caution.
- Create guardrails for your in-person experience. To quote Priya Parker, “We are all going to experience micro-moments of perceived rejection over the next many months.” Be clear on requirements and expectations to attend the event. To move through the awkwardness of coming together, consider how you can facilitate people communicating their comfort levels—are you a wave, elbow bump, or hug person? Do you use wristbands, pins, or stickers?
- Design the experience for the type of connection you want people to have. Create a customer journey map, outlining engagement points with your brand, your content, and your physical spaces. How are you encouraging interaction and how do you want your attendees to feel? This is a time for you to not only showcase your culture, but have your community experience it. Create and share moments of joy.
- Communication is key. Create a clear and cohesive communications plan to support multiple scenarios. With the uncertainties of the pandemic, restrictions can and will change without notice. Outline what you want to communicate to who, when, and why. Should restrictions tighten or a potential COVID exposure happen, having a clear plan will allow you to react quickly.
- Technology is your friend. Understand what technologies are available to help you streamline the execution of your event. In this new world, event managers need to pivot and shift on a dime. Investing and leveraging integrated technologies to support your COVID safety protocols, such as Safety Cloud, and your communications plan, such as a marketing automation platform, enables you to focus on your event experience and instill trust in your community.
TECHNOLOGY: Effectively manage the health and safety of your attendees with Salesforce Safety Cloud
On December 9th, 2021, Salesforce announced its latest product Safety Cloud. At a basic level Safety Cloud:
- Manages health and safety protocols: Keeps guests informed of pre-arrival protocols, and updates.
- Collects and verifies health status: Streamlines processes for validating COVID health status prior to in-person events.
- Automates event entry: Connects registrations, health status verifications, and other attendee data to generate secure, multi-factor credentials.
Safety Cloud will enable marketers and event managers to effectively manage the health and safety of their attendees in a single Salesforce solution. Everything from attendee COVID health status, to registration data, and event protocols will be managed through a sleek, user-friendly dashboard. Like all Salesforce products, Safety Cloud will seamlessly integrate with other cloud solutions such as Marketing Cloud, Service Cloud, and Mulesoft to keep your teams, customers, and partners connected and safe.
Safety Cloud supports integrations with a wide range of testing options including CVS Health, eMed, Cue Health, ixlayer, and Senneca DX. These integrations can be connected directly to Safety Cloud, making test collection easier than ever. Safety Cloud also supports paper or digital versions of vaccination history and test results through integrations with SMART Health Cards and EU Digital COVID Certificates.
Plus, integrating Safety Cloud with a visitor management system, like Traction Guest, will provide you the end-to-end capabilities needed to validate pre-event COVID health status and an onsite seamless check-in experience.
What is Salesforce Dreampass?
Dreampass was the original name for Salesforce Safety Cloud. Unveiled during Dreamforce 2021, the solution enabled Salesforce to host their huge in-person event safely—hence the name "Dreampass".
Today, Dreampass is still a part of Safety Cloud and refers to the pass (in the form of a QR code) that is generated once your vaccine or test status is verified.
Organizations using Safety Cloud will be able to call "Dreampass" whatever makes sense for their brand. For example, when we get back to hosting in-person events, we may require guests to present their "TractionPass" before entering.
Getting started with Salesforce Safety Cloud
With intimate knowledge of both Salesforce’s Safety Cloud and Traction Guest, Traction on Demand has released two offerings to help our customers and community stand up Safety Cloud quickly:
- Safety Cloud - Base Implementation: This offering helps clients rapidly stand up and configure Safety Cloud. Delivered over a five-week engagement, the implementation gets the application stood up within your Salesforce instance, includes integration with Traction Guest (or another visitor management system), the development of communication templates, and more.
- Safety Cloud - Ongoing Strategic Event Management: Post initial implementation, ongoing event support includes configuration, integration, communications, and additional integrations on a per-event basis.
In 2022, organizations must re-establish an in-person events plan that support’s their hybrid marketing strategy. Putting your community’s health and safety as a top priority will ensure your team can get back to delivering memorable experiences in-person that build lasting trust and fruitful relationships.